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Facebook and Instagram: Crafting Meaningful Videos for Maximum Impact


If video is one of the most powerful tools in your marketing arsenal today, you can largely consider social networking sites like Facebook and Instagram to be “ground zero.” According to Social Media Examiner, an incredible 60% of social media marketers now use video collateral in their daily efforts. By the end of the year, it’s predicted that video content will make up 74% of ALL content on the Internet. A lot of this has to do with the fact that as many as 4 times the number of customers who want to read about a product would rather watch a video about it.

When you consider that Facebook surpassed 1.5 billion people by the end of 2015 and Instagram achieved 400 million people by roughly the same amount of time, you’ve got something of a perfect storm on your hands. But again: video alone is not enough to get the results you want. You need to understand that a “social media video,” a “Facebook video” and an “Instagram video” are ALL completely different concepts and should always be treated as such.

What Makes an Impactful Facebook Video?

Because Facebook and Instagram are two entirely different social networks with different types of users, it makes perfect sense that generating “maximum impact” is a process that will change as you move from one to the other and back again. Case in point: here are a few tips about crafting impactful videos on Facebook:

  • According to one study, Facebook users in particular love live content. People spend up to three times longer with a video that is live to one that isn’t, or even one that “was live” but is now “no longer live.”
  • Facebook users are on the cutting edge of modern technology. They’ve already spent more than one million hours watching videos made with Samsung VR (virtual reality) headsets – something most people don’t even have yet.
  • Don’t forget your Call-to-Action. Facebook gives you the ability to naturally add a call-to-action onto the end of ALL your videos soon after uploading. This is a great opportunity for your marketing department to hand someone off directly to sales in a really natural way.

What Elements Create a Powerful Instagram Video?

Instagram, however, is something else. Whereas a “Facebook Live” video could go on for hours, Instagram gives you 60 seconds to explain your product or service in an attention-grabbing way. In terms of Instagram videos, never forget the old saying: “brevity is the soul of wit.”

Once you’ve mastered the art of impactful video content, experts agree that one of the best ways to increase your visibility on Instagram in particular is to post new content between three and four times a day. This gives people a reason to follow you – you’ve established a precedent that you’re going to be providing them with the content they want on a regular basis, thus motivating them to come back for more.

If you’re located in or around the Columbus, Ohio area and would like help creating more meaningful Instagram videos or designing impactful Facebook video content, don’t delay – contact INLINE Productions today.

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